How Far $25 Goes with Facebook Ads

Target your ads at the demographic most likely to aid in accomplishing your goals.

Thanks to some recent changes by Facebook, Pages may be finding it more difficult to get organic traffic. But never fear! $25 in Facebook ads can buy you quite a few Page Likes from a target market. Here are three examples from recent ad campaigns for my own clients.

Rogue Art Photography. This Indianapolis-area photographer wanted to focus on booking more weddings, which have a higher return for him than family or individual portraits. For $25, I ran a Facebook ad campaign using six of the photographers’ best wedding-related photos and three different forms of text, for a total of 18 combinations, plus a “Sponsored Stories” version of each one. The ads were targeted at engaged women within 50 miles of Indianapolis to directly work toward achieving the photographer’s goal.

*Side Note: Facebook will be discontinuing Sponsored Stories on April 9, 2014.

Here are the results:

New Page Likes: 30

Average cost per page like: $0.83

Days to spend $25: 27

Reach: 2,312

Click the image below to see campaign results and the ads that got clicks.

Spaah. Part of my marketing strategy for this college town day spa has been to target female IU students. With their flexible schedules, they are suited for booking appointments during the weekday valleys in Spaah’s traffic, thus helping increase revenue. Based on past success with Sponsored Stories, I created an ad campaign that consisted only of a Sponsored Story aimed at female IU students.

Here are the results:

New Page Likes: 27

Average cost per page like: $0.93

Days to spend $25: 26

Reach: 3,068

Click the image below to see campaign results.

Dayspring Center. I hesitated before doing an ad campaign for this shelter for homeless families, concerned that the resulting Likes would be from “slacktivists” rather than dedicated supporters. But I decided that building awareness for the organization and reaching new potential donors could only be a good thing.

Going into this ad campaign, I hypothesized that it would be more difficult to convince people to support a non-profit organization since that involves a higher level of commitment than Liking the page of a business. Boy, was I wrong! Not only did a few of the regular ads outperform the Sponsored Story, which is rare in my experience, the campaign delivered a lot more Likes for the money than the two campaigns for businesses.

Here are the results:

New Page Likes: 60

Average cost per page like: $0.42

Days to spend $25: 26

Reach: 2,486

Click the image below to see campaign results and the ads that got clicks.

Have Facebook ads been successful for your organization? Comment below!